- Increase Conversion Rate
Epoq Personalization Experience Day 2021, themed "Boost, Lead & Close the Loop" (#EpoqPXD21)
One year after the successful launch of our first Epoq Personalization Experience Day, it was time to “save the date” again this year. On September 16, 2021, the moment had finally arrived, and the Epoq Personalization Experience Day 2021 (#EpoqPXD21) kicked off its second edition. This time, it featured not only best practices and exclusive insider insights from store operators and e-commerce experts on the topic of personalization, but also focused on the theme “Boost, Lead & Close the Loop.” Here’s a brief recap.
Here's what you can expect to find in this blog article:
Keynote on personalization
Best Practices | Boost your Shopping Sites: Using personalization on different shop pages
Live Demo | How to prepare your product catalog for personalization
Best Practices | Lead to the Checkout: Designing an intuitive and personalized user experience
How-to | Digital returns management: How to use personalization and which fallback strategy makes sense
Best Practices | Close the Loop: Using personalization in after-sales to bring customers back to the shop
Expert Talk: Must-haves in online shops – is personalization one of them?
Raffle: What's behind "Boost, Lead & Close the Loop"?
Post-event atmosphere
Conclusion: Best practices and insider knowledge with added value
First, we’d like to thank everyone who made this online conference possible and helped make the Epoq Personalisation Experience Day 2021—sponsored by Hoker one, t3n, HighText Verlag, and enzo.loco —so unique. Thank you to the speakers who, in keeping with the theme “Boost, Lead & Close the Loop,” shared their best practices and exclusive insider knowledge with us. And of course, a heartfelt thank you to our many participants who not only listened but also asked plenty of questions!
At exactly 9:00 a.m., the moment had finally arrived: #EpoqPXD21 was live! After a brief introduction by our Epoq hosts, who were all sitting in some really stylish office spaces (thanks to the green screen), we got right started. This was immediately followed by the first exciting presentation on the topic of personalization.
The Epoq moderators warmly welcomed the participants to the Epoq Personalization Experience Day 2021
Keynote on personalization
To kick off the Epoq Personalization Experience Day 2021, our CEO Thorsten delivered a keynote address outlining the current state of personalization in e-commerce and what the future holds. On the one hand, he examined the positive trends in e-commerce in light of current developments such as increasing digitalization and the outbreak of the COVID-19 pandemic. On the other hand, he also highlighted associated challenges, such as the growing flood of digital information and the changing landscape of customer retention tools for online retailers. One thing is certain: these days, the digital component alone is no longer enough—the key word is personalization.
Best Practices | Boost your Shopping Sites: Using personalization on different store pages
Immediately afterwards, the discussion continued with various best practices on how personalization can be used in a targeted manner on shop websites. Timo von Görtz explained which pages a shop customer visits on the way to checkout and shared his experience on which of these pages personalization works best.
Fabian from babymarkt.de then went into more detail about the product detail page. He first explained how personalization is generally used on the product detail page, and then explained how it can be used for sold-out products or zero-hit pages.
Stay up to date on personalization: Sign up for the Epoq newsletter. Register now!
Finally, Martin from dasistweb presented personalization from an agency perspective. He discussed the advantages this brings for both shop operators and shop customers, and where personalization actually makes sense.
The speakers in this slot reported on the application of personalization on various shop websites.
Live Demo | How to prepare your product catalog for personalization
After a quick coffee, the next session began. Rainer from Epoq kicked things off. He explained how a product catalog often looks—and why that’s a mistake—and demonstrated how it should ideally be structured. Building on that, Stephanie (also from Epoq) offered insights into how to organize the product catalog. She outlined various steps that also improve the user experience for online shoppers. Niklas from hmmh also agreed that product data is extremely important. He explained how a PIM system can be used to manage this data in order to create an effective sales area in the online store.
Best Practices | Lead to the Checkout: Designing intuitive and personalized user guidance
After a well-deserved lunch break, the topic of optimizing user guidance was explored in greater depth in this presentation. Artur from Y1 began by listing important elements of user guidance. Among other things, he gave tips on how shop operators can ensure clarity and provide orientation for customers. He discussed topics such as navigation and level structure, links, and various filter options.
Marco from mobilezone then presented the various ways in which customers can be guided to the right product. He discussed the path from the home page and listing page to the relevant product detail page, highlighting elements that support customers along the way. Philipp from Streetbuzz revisited the path from the search to the product detail page and explained the various steps that a shop customer goes through in more detail. He showed how personalization can shorten the path to the product detail page and reduce the risk of bounce.
The speakers in this slot presented their vision of the ideal user experience in an online shop.
How-to | Digital returns management: How to use personalization and which fallback strategy makes sense
Thorsten from Epoq and Lena from Sendcloud discussed the topic of digital returns management and the challenges associated with it. Thorsten began by explaining how personalization can be used in digital returns management to reduce the return rate or, ideally, prevent returns altogether. Exactly how this works was demonstrated using the blouse advisor at Eterna. This use case illustrated how online retailers can guide their customers step by step toward the potentially right, relevant products through a digital consultation process.
The presentation continued with what needs to be considered if a return actually occurs. Lena provided input on returns processing and explained how shop operators can handle them efficiently and which fallback strategy makes sense. One strategy, for example, would be to use a returns portal that makes returns processing as efficient as possible through package pre-registration or process automation.
Best Practices | Close the Loop: Bringing customers back to the store with personalization in after-sales
The final presentation at this year’s Epoq Personalization Experience Day focused on how personalization can also be used in after-sales to increase store traffic. Sebastian from ROSE Bikes shared insights on how online retailers can use personalized newsletters with tailored recommendations or inspiration to build on the customer’s on-site journey.
Lydia from TUI also provided information about dynamic pricing in newsletters and explained how it can be adjusted. Finally, Stefan from artegic discussed the relevance of personalized transactional emails in email marketing. He explained how transactional emails can be used for service, cross-selling, upselling, and opt-in acquisition.
Stay up to date on personalization: Sign up for the Epoq newsletter. Register now!
The speakers in this slot provided tips on how personalization can be used in after-sales.
Expert Talk: Must-haves in online shops – is personalization one of them?
The Epoq Personalization Experience Day 2021 wouldn’t be complete without an Expert Talk. Here, as Stephan so aptly put it, we loosened our metaphorical ties and engaged in some friendly banter among colleagues. Everyone had the chance to share their insights and discuss whether personalization is truly a must-have for online stores.
The experts discussed, for example, how important personalization is for completing a purchase, how profitable personalization actually is in online shops, and what the most important lessons learned in e-commerce are.
E-commerce experts discussed the topic "Must-haves in online shops – is personalization one of them?"
Prize draw: What is behind "Boost, Lead & Close the Loop"?
In addition to the online conference, this year's competition also ran at the same time. Of course, this was also in line with the motto "Boost, Lead & Close the Loop." In terms of personalization in e-commerce, Boost can refer to personalization on shop pages, Lead to intuitive or personalized user guidance, and Close the Loop to personalization as a measure to bring shop customers back to the online shop even after they have made a purchase. But do you know what this could mean in everyday working life?
That was what our participants had to figure out. In keeping with the theme, we put together a box containing various products that could be associated with the three terms. We also created a Reel that was posted on our social media channels. There, participants could try to solve the puzzle and share their ideas with us. Only those who had the correct answer could win. At the end of the event, three participants received an #EpoqPXD21 box.
Are you curious about what's behind "Boost, Lead & Close the Loop"? Then take a look at our reveal reel.
post-event atmosphere
As the saying goes: “After PXD is before PXD.” But we think we deserve a short break first! Following the successful Epoq Personalisation Experience Day 2021 and the positive feedback, we raised a toast together and wrapped up the day in a relaxed atmosphere.
Conclusion: Best practices and insider knowledge with added value
An eventful day has come to a close. We were joined by fantastic speakers and industry experts who shared their best practices and insider knowledge with us and the attendees. The many attendees didn’t just listen passively; they also actively asked questions. We’d like to say “thank you” to everyone, and we look forward to seeing you again next year—mark your calendars for the Epoq Personalization Experience Day 2022.
Nadine Roth
Online Marketing Manager - Social, Email & EventsYou are currently viewing placeholder content from HubSpot Embedded Content. To access the actual content, click the button below. Please note that doing so will result in data being shared with third-party providers.
More InformationYou are currently viewing placeholder content from HubSpot. To access the actual content, click the button below. Please note that doing so will result in data being shared with third-party providers.
More InformationYou are currently viewing placeholder content from HubSpot Meetings. To access the actual content, click the button below. Please note that doing so will result in data being shared with third-party providers.
More Information